SEPTEMBER 1997
Raising Response Rates by Mail - An Update
THE OUTSIDE ENVELOPE
Obviously, the outside envelope as the first item seen provides the initial perception of the product. Previous research indicates the cumulative importance of a variety of factors:
- a carefully printed address
- a "quality-type" envelope
- first-class postage (an appropriate commemorative stamp where possible) on the outgoing and return envelopes.
If a postcard or advance letter has been utilized, enhance it's effect with a one-line printing that says: "THIS IS THE SURVEY WE WROTE YOU ABOUT."
Tests conducted from 1987 through 1996 indicate that response rates can be enhanced with the use of an appropriate cartoon.
For example, a cartoon continuously elicited, at least, a 5% - 10% higher response rate on split-half tests (holding all else constant) among subscribers to a newsweekly, a general entertainment magazine, and a business publication.
Interestingly enough, however, when a personalized line appeared under the envelope cartoon ("We would appreciate your opinion, Mr. Jones,") the incremental advantage was negated. Follow-up research indicated that, although the cover letter indicated "anonymity" or a "part of a cumulative response" the respondent on the whole felt it was too personal.
THE POSTCARD OR ADVANCE MAILING
Generally, an advance postcard or mailing is more effective than a follow-up mailing. (At least) Two reasons immediately stand out:
1) The advance notification allows the one-line statement on the outgoing envelope for the regular mailing
2) Some respondents might have lost or "thrown-out" the questionnaire by the time the follow-up or reminder postcard arrives 2-5 days later.
PRINTING ON RECYCLED PAPER
Split-Half Tests conducted from 1990 through 1996 indicate an "up-lift" of 3%-4% (with the statement "printed on recycled paper" on the questionnaire). As would be expected, the most dramatic influx occurs with topics pertaining to ecology and the environment.
Additional custom research with random samples of consumers, physicians and business persons indicate 4%-7% higher response rates.
LIFTING RESPONSE RATES VIA MONETARY INCENTIVES
Whereas many variables (survey length, color of questionnaire, size of questionnaire, anonymity, stamped commemoratives vs. BRE, personalized vs. non-personalized, advance letters, etc.) generate inconsistent findings with regard to response rate, one particular variable does, in fact, virtually assure a higher response rate - A MONETARY CASH INCENTIVE.
ONE MAILING
Approximate Rate Expected Among
-- Subsribers with Client Identified --
|
Charity |
$1.00 |
$2.00 |
$5.00 |
2-Page questionnaire |
33-40% |
55-65% |
60-65% |
65-75% |
4-Page questionnaire |
30-35% |
50-55% |
55-60% |
60-70% |
8-Page questionnaire |
25-30% |
35-40% |
35-45% |
50-60% |
Approximate Rate Expected Among
-- Physicians --
|
Charity |
$1.00 |
$2.00 |
$5.00 |
2-Page questionnaire |
25-30% |
35-50% |
45-55% |
55-70% |
4-Page questionnaire |
20-25% |
30-40% |
35-45% |
45-60% |
8-Page questionnaire |
10-20% |
23-33% |
25-35% |
35-50% |
Approximate Rate Expected Among
-- An "Elite" Business Group with Clients Identified --
|
Charity |
$1.00 |
$2.00 |
$5.00 |
2-Page questionnaire |
30-35% |
40-45% |
45-55% |
55-70% |
4-Page questionnaire |
27-33% |
35-40% |
40-50% |
50-65% |
8-Page questionnaire |
20-25% |
30-35% |
35-40% |
45-55% |
Additionally, we find:
- two new single $1 bills are more effective than a $2 bill
- response rates will generally be 5-10% higher if the sponsor is identified rather than only providing the name of the research house (except with lapsed customers)
An additional donation to a charity of choice can raise response rate 1%-3%
- justified proportional typesetting is quite important as is printing on 100% rag white or off-white paper
- a perceived importance to the sponsor (The Wall Street Journal, Time Magazine, Pfizer, etc.) enhances response rate and often negates the necessity of an advance alert card
- respondent interest in subject matter will increase response rates by 5-10% or more.
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